Text Types and Language Features of English in Online Media of Cultural Tourism Sites in Chiang Rai Province

Abstract

English in online media plays a crucial role in communication and the promotion of cultural tourism sites in Chiang Rai province by disseminating information and attracting tourists. This study examines the text types and English characteristids used inr communication in online media related to cultural tourism in Chiang Rai province. The research analyzed 174 texts from 29 websites between 2020-2022 and incorporated the opinions of the experts in English, marketing, and tourism regarding the significance of text types and language features in online communication.

The findings showed that five text types were utilized with varying frequencies. Expositive texts were the most prevalent, followed by descriptive, persuasive, and narrative texts. The procedural texts were the least common. Moreover, the divergence between textual analysis results and expert opinions highlighted the gap between theoretical principles and practical applications. Content creators tended to prioritize descriptive texts to enhance engagement and appeal, whereas experts emphasized the importance of clear and structured expositive texts for effective communication. These findings underscored the necessity of strategically selecting and integrating diverse text types based on the communication objectives and contextual factors of each platform. These can serve as a practical guideline for tourism entrepreneurs and related stakeholders in developing effective online promotional content, thereby enhancing communication efficiency and attracting greater tourist interest.